Business Analytics and Transformation: A Report on Malindo Airways

This report analyzes Malindo Airways, a Malaysian premium airline, to identify opportunities for implementing business analytics solutions. It begins with an overview of the airline's operations, products, services, and organizational structure, followed by an analysis of its current business environment, challenges, and competitive landscape. The core of the report proposes a comprehensive business analytics solution, including discussions on Business Intelligence architecture, data warehousing and Online Analytical Processing (OLAP) models, and predictive modeling techniques. It highlights the benefits of these solutions, such as improved business processes, organizational transformation, and enhanced decision-making. Furthermore, the report details the analytical team's roles and responsibilities, technology readiness, and the impact of the proposed analytics solution on the organization's productivity, business performance, and revenue growth. The report concludes with recommendations for successful implementation and emphasizes the importance of data-driven strategies for achieving a competitive advantage in the aviation industry. Proper citation and referencing using Harvard Referencing format is used.

Coursework #1
Module’s Information: Cover Page
Coursework Type Group Assignment
Weightage 40% out of 100%
Hand-out Date Week 2
Due Date Week 13
Learning Outcomes Assessed:
LO1 Describe the Business Optimization model and its impact in decision making.
LO2 Describe the concepts of big data and its role in various business environment.
LO3 Explain the concept of Descriptive analytics for business intelligence and data
warehouse architecture.
LO4 Explain the concept of Predictive analytics using various data mining models and
describe its challenges.
Student’s Declaration:
We declare that:
 We understand what is meant by plagiarism.
 This assignment is all our own work and we have acknowledged any use of the published or
unpublished works of other people.
 We hold a copy of this assignment which we can produce if the original is lost or damaged
Name, ID and Section Signature Date

Group Assessment Criteria Total Marks Given Marks
1. Research and discussion on company background 10
2. Analysis of Current Business, problem encountered, gap
analysis and competitive environment
15
3. Proposed Business Analytical solution & the transformation scope
3.1 Discussion on Business Intelligence architecture 5
3.2 Data warehouse & Online Analytical Processing (OLAP)
models proposed 5
3.3 The Predictive Modelling Techniques proposed 5
4. Discussion on the analytical team , roles and responsibilities. 10
5. Discussion on the Technology – Hardware & Software
Readiness 10
5. Discussion on the impact of the proposed analytics solution to
the organization 15
Group Mark
Individual Assessment Criteria 1 2 3
Presentation of proposed solution content & professional 10 presentation skills
Ability to handle Questions / Understanding 10
Participation and Contribution to the assignment content 5
Penalty
Received by: ……………………………………. Date:………………… Final Marks
100%
Lecturer’s Comments
Penalty for late submission:
1 day – minus 20% of total mark awarded
2 days – minus 50% of total mark awarded3
days – 0 mark for this piece of coursework
Coursework Description:
In this group assignment, students are required to work in a group of not more than 4 members to
complete the assignment. The group will be assessed from the submission of a report and a
presentation by group members.

In conducting this assignment, students are required to apply their research and analytical skills,
problem solving skills, teamwork and collaboration, project management, communication and
presentation skills and knowledge of current collaboration tools and technologies relevant to business
analytics in making their recommendations.
Many businesses, organizations and communities today are discovering the powerful knowledge that
comes from analyzing the endlessly renewable resource of Big Data.
But analytics is only part of what Big Data offers. An organization gets even greater value by using
analytics to serve its customers better through changing how it thinks, works and interacts with them.
A smarter enterprise doesn’t stop at merely drawing new insights from Big Data & Analytics. It puts
those new insights to work, combining its powerful knowledge with powerful actions
Companies that embrace the full range of opportunities available won’t just gain competitive
advantage. They’ll also transform their business models and industries by driving growth in new
sectors and new ways. Big data is transforming the competitive environment. With advanced analytics
and new data sources, companies in one sector can play a role in the products and services of
others, even those far removed from their traditional line of business. This blurs the boundaries
between industries and changes competitive dynamics. Companies that transform their business
models in parallel with these shifts will find new opportunities for revenue streams, customers,

products, and services.
Transformation requires a great deal of change. For both new and existing players, success requires:
• Having a big data strategy and vision that identifies and capitalizes on new opportunities
• Fostering a culture of innovation and experimentation with data
• Understanding how to leverage new skills and technologies, and manage the impact they will
have on how information is accessed and safeguarded
• Building trust with consumers who hold vital data
• Creating partnerships within and outside the core industry
• Finding ways to gain insight and implement the results quickly
Businesses have long understood that there's value to be extracted from the massive amounts of
data generated every day. Yet for all their enthusiasm, most companies are only scratching the
surface of the opportunities that await them. They’re analyzing data for insight, but they have yet to
understand the transformative role that data can play in how and where they do business.
You are required to select an appropriate organization that is in business for at least 3 years. Discuss
the company background and business operation of the company. Identify the current problem and
challenges endured by the organisation. You may also identify prospects of improvement to the
organisation by introducing analytics. Research and write a report on how this organization can
successfully implement state-of-the-art analytics solution and information technologies related to
business analytics which would result in improvement of their business processes, organizational
transformation, higher productivity, business growth, enhanced competitiveness, to have more
effective managerial decision making and increased globalization opportunities.
The organization selected may be companies incorporated in Malaysia or multinational companies.
From the selected organization, identify and describe analytical solution which could be implemented
in the organization. Analyse and discuss the benefits and business transformations that these
proposed solutions may bring to the organization. The proposed solution or business analytical model
should be referenced from reputable journals, white papers, business case studies or valid academic
references. You should be able to propose recommendation with regards to any mode of business
transformation, business process improvement, CRM, Supply Chain Management or any relevant
scope where analytic solution would value add to the business.
Your report should ideally be between 2,500 – 4,000 words excluding references and appendices.
Please include the word count at the end of your report. You are required to submit your report to the
Turnitin system for plagiarism check before submission of hardcopy. Turnitin similarity index
page has to be printed (1 page) and attached in hardcopy.
Suggested Report structure for Group Assignment as following:
1. Overview of Organization
a. Type of business organization
b. Product/service, market, customers
c. Departments / Division and their roles
d. Types of Information Systems currently used in the organisation
e. Description of Data/ Information generated by the business
i. Data format: Structured / Unstructured
ii. Source of Data & Purpose of Data
f. Description of Data/ Information used from external resources (if any)

2. Analysis of Current Business, problem encountered, gap analysis and competitive
environment
a. Analyse current business environment
b. Analyse the competitive environment
c. Identification of current / future problems
3. Proposed Business Analytical solution
a. Discuss the business transformation scope
b. The Business Intelligence architecture
i. Business Intelligence Architecture Diagram and description
ii. Business Intelligence components
iii. Benefits of BI for the organisation
c. The Data warehouse & Online Analytical Processing (OLAP)
i. Organisational Data Warehouse Framework Diagram and description
ii. Descriptions on Data sources, ETL, Data marts and Applications
(Visualisation).
iii. Variation of OLAP and implementation
d. The Predictive Modelling
i. Description of Data Mining Methodology selected
ii. Types of Data Mining Techniques proposed
iii. Benefits of predictive model for the organisation
4. Identify the key roles / team who may be involved in this business analytic project team
5. Justify recommendation with valid reference
i. Produce Hypothetical analysis of future status of business if analytical
solution is implemented
ii. Discuss the impact of proposed solution with reference to the organization’s
productivity, business performance, revenue growth, etc.
6. Conclusion 7. References

Note that you should use proper citation and referencing using Harvard Referencing format.
Print the Student declaration (reflection report) together with the assessment criteria and
attach in front of your assignment. Each group required to submit 1 printed copy ONLY.
Hand in your assignment to your Lecturer on the submission date advised.

1. Overview of Organization
1.1 Type of business organization
Malindo Airways Sdn Bhd is a full-service carrier formed as a joint venture between Malaysia's
National Aerospace and Defence Industries (NADI) and Lion Air of Indonesia. It is a Malaysian
premium airline with headquarters in Petaling Jaya, Selangor, Malaysia. The carrier currently
operates a young fleet of Boeing 737-900ER, 737-800 and ATR72-600 aircraft for both domestic
and international flights. It also operates a scheduled flight service network throughout Malaysia
and has expanded operations to regional destinations in Indonesia, Thailand, Bangladesh, India,
Singapore, Nepal, Sri Lanka, Australia and Pakistan, covering an extensive network of nearly 40
routes in the region. Malindo Air prides itself in its premium service business model, whereby
comfort is made available for all. With attractive fares and premium services such as those from
full-service airlines to boot, Malindo Air has a growing presence as the ultimate choice for
travellers young and old.
Figure 1: Malindo aircraft 737-900ER
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1.2 Products and services provided by Malindo Airways
1.2.1 Malindo Wi-Fi
Malindo Wi-Fi is a truly global broadband on-board connection service. It sets the standard for
the next level of flying experience by providing broadband connectivity to aircraft across the
globe and even the ocean.
This connectivity service enables passengers to access the Internet, write and send emails, log in
to their favorite social media sites, and even watch video sharing sites in their PED (personal
electronic device). All Wi-Fi-enabled devices - laptops, notebook, tablet systems and
smartphones-can access the internet through this Malindo Wi-Fi.
After turning on the device and launching the user's internet browser, the user will be directed to
our portal. Duration packages can be purchased before and on board.
1.2.2 Special needs
Guests with walking disabilities
For guests who need assistance with mobility, Malindo are willing to make special arrangements
to reduce their travel burden, such as assigning front seats and wheelchair friendly services.
Guests could notify the service staffs when they need disability assistance or any other ground or
flight assistance.
Diabetic guests
For diabetic guests, they are allowed to carry sufficient insulin, syringes and hypodermic needles
onboard as part of their hand carry. However, these items must be accompanied by a doctor’s
letter confirming the requirements to carry them. (Please note that these items must not be
discarded on the aircraft.)
As the diet of diabetics varies greatly, guests could inform staff at least 24 hours in advance of
what they need to prepare through catering.
1.2.3 Inflight entertainment
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Malindo Airways provide inflight entertainment for instant, movies, games and audio. (Please
note that movies, games and audio may be varying depend on the In-flight entertainment
system.)
Figure 2: Malindo’s movies selection on flight
1.2.4 Malindo online shop
Malindo Airways provided online shopping for customer. All of the products are separated into
different category:
• Women’s Fragrances
• Men’s Fragrances
• Cosmetics
• Jewelry
• Watches
• Gifts
• Spirits
• Exclusive Merchandise
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Figure 3: Malindo online shopping
1.3 Malindo airways’ divisions and roles
1.3.1 Aircraft Maintenance Division
The Aircraft Maintenance Department ensures the airworthiness of civil aircraft. We develop and
standardize regulations, national directives, policy procedures, and consulting materials that
govern certification, inspection and monitoring of maintenance aspects for General Aviation
(GA); air carrier and commercial operators; airmen (e.g., mechanics, repairmen, and parachute
riggers); Avionics and aeronautical institutions (e.g., Aviation Maintenance Technician Schools
(AMTS) and repair stations).
• Provide technical assistance and support for special procedures, such as rulemaking
projects, damage-tolerance (DT), Repair Assessment Programs (RAP), and
nondestructive inspection (NDI).
• Focal on aviation outreach education programs.
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• Facilitate and track regulatory activities for the Flight Standards Service (AFS) with the
Office of Rulemaking (ARM), the Office of the Chief Council (AGC), and other Federal
Aviation Administration (FAA) elements.
• Support the development and implementation of the Safety Assurance System (SAS)
component of Safety Management Systems (SMS).
• Focus on the functions of Unmanned Aircraft System (UAS), involving regulatory
aspects of maintenance, repairs and changes.
• Work with the General Aviation and Commercial Departments to become the focus of all
Airworthy FAA Safety Team (FAASTeam) plan plans, work plans and procedures.
1.3.2 Engineering division
The Ministry of Engineering provides technical, engineering, measurement, and hands-on
support for capital improvement projects ranging from concept development to engineering
design, project management, and construction inspection, with the authorization and funding of
township committees. Capital construction may be rainwater pipes, roads, sidewalks, curb
extensions and recreational facilities, or the repair and reconstruction of existing infrastructure.
The department will then prepare plans and specifications based on the size of the project, or
create request for proposals (RFPs) for professional surveying and engineering services. The
department receives and reviews public tenders and advises the committee to award contracts.
The Engineering Office also applied for and received grants from NJDOT, NJDEP, and BPU to
supplement Township's funds allocated for capital construction projects. This department is
responsible for supervising the wellsite monitoring of abandoned township landfills, and submits
quarterly reports to the New Jersey State Environmental Protection Agency, and oversees and
assists township LSRPs to carry out environmental site improvement / cleanup work at police
stations. The department works with the public works department to ensure that all rainwater
regulations are implemented in accordance with state law and submits annual reports to NJDEP.
The Engineering Department is a member of the Planning Committee and the Adjustment
Engineering Expert Committee. The department reviews all development applications before the
board and provides inspection services for approved development projects to ensure compliance
with board approval. Prior to recording with county clerks, it reviews and approves all easement
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and right of way statements for townships. It reviews requests and makes recommendations to
regulatory agencies to issue performance and maintenance guarantees. The engineering office
has witnessed all rainwater penetration tests and reviewed all septic tank permeability test
reports.
1.3.3 Aviation division
The Aviation Division is a department within the Ministry of Transport Malaysia. This
department is esponsible for all civil aviation affairs in Malaysia, consisting of six (6) units, as
follows:
• Air Transport
• Airport Services
• Hubbing & Aerospace Industry
• Licensing & Regional Cooperation
• Rural Air Services
• Safety & Convention
Function:
• To plan and review related air services policies from time to time.
• To expand international air services network through air negotiations.
• To ensure that the planning, construction and maintenance of airport infrastructure meets
required standards.
• To ensure that all existing air transport / air regulations comply with guidelines
established by the International Civil Aviation Organization (ICAO).
Objectives:
• To develop an efficient, economical and safe air transport system for passengers and
cargo.
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